Larry Kim presented tips for using paid social media advertising on Facebook and Twitter. Some of the key tips included promoting the highest engaging content, known as "unicorns", using demographic and interest targeting to increase engagement rates, and creating custom audiences from website visitors to do targeted remarketing. The presentation emphasized testing different targeting strategies and content to optimize advertising campaigns for higher engagement and lower costs.

1. #SocialPro #XXa @SpeakerName
Larry Kim, Founder of WordStream, Inc.
THE TOP 10 FACEBOOK &
TWITTER ADVERTISING HACKS
OF ALL TIME!

2. Three Random
Facts About Me
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3. #somed2016 @larrykim
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4. 1. Originally from Winnipeg, Canada

5. Actual Photos of Boston From February Last Year
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6. I Live in Harvard Square, Cambridge, MA

7. WordStream’s Global Headquarters in Boston
2008 2015
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8. 2. Expert Drone Pilot

9. 3. Have a 1-Year Old
Kid (#ppckid)

10. You’re Attending a
Session on
PAID Social Media Ads…
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11. #somed2016 @larrykim
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12. #somed2016 @larrykim
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You Can Do
Paid Social
Ads with
$200 kr!

13. Two Key Usages of Social Media Ads
(a) Catalyst (b) Accelerant
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14. Why Social Media Ads?
(Hint: We’re Doomed!)
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15. #1: Facebook Organic Reach Stinks
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16. #2: 99.9% of Your Content Goes Nowhere
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50% OF Content Gets ZERO Social Shares
75% Gets Fewer than 39 Shares
<0.1% Gets +1000 Shares

17. #3: Typical Content Conversion Rate Via Social Media <1%
Social Media
Activities
Engage with Content
Captured Lead
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18. Social Media Marketing
Kind of Feels Like ….
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19. How does
Content (and Social
Media) Marketing
really work
?
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20. This (almost)
never happens!
How it actually
works...
Repeat Step 1
and 2 many
times until
something sticks.
Step 3 is a myth. Instead, visitors
who have a positive experience may
remember your brand and be biased
to come to you in the future.
A B
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21. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
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22. #somed2016 @larrykim
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A New Power is Rising

23. (a) Paid Social Ads Provide MOST SCALABLE
Content Promotion
CREATE
Produce content
& share on social
AMPLIFY
Selectively promote top
content on social media
TAG
Build remarketing
audience by tagging site
visitors with a cookie
#somed2016 @larrykim
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24. ADVERTISE
Target your
audience with
display & social ads
and Remarketing
Lists for Search Ads
to promote offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
(b) Social Ads Turn
Visitors into Leads
& Customers
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25. The Top 10 Paid Social Media
Advertising Hacks of All Time!
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26. We’re Focusing on Facebook & Twitter Today
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27. Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+
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28. Larry’s #10 Social Ads Hack:
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30. How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=
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31. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
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32. “Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =
HIGHER Quality Adjusted Bid =
MORE Ad Impressions at Lower Cost
RESONANCE: Are consumers
engaging your Tweet? Do they
retweet, favorite, or reply?
RELEVANCE: Is your Tweet
related to things a user is
interested in?
RECENCY: Is your Tweet fresh?
Fresher Tweets get higher
priority.
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33. Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
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34. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
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35. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
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36. High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
• More Qualified People!
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
• More Unqualified Randos…
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
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38. Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
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39. Paid Social Ads ROI Analysis:
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40. Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET
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41. #somed2016 @larrykim
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43. I’ve Built a Unicorn
Detector!

44. Larry’s Organic & Paid Social Network
Sharing/Posting Pyramid Scheme
1. Lots of stuff (organically)
to Twitter
2. Post Top stuff from Twitter,
to LinkedIn & Facebook
3. Pay to Promote the Unicorns
on Facebook & Twitter!
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45. Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)
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46. Paid Social Hunger Games

47. How to Find High Engagement Posts? (Unicorns!)
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48. What’s The Biggest Difference??
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49. Key to Paid Social Media Ads: Be Picky!
Cast a Narrow
Net, Maximize
Engagement
Rates Within.
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50. Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
Posts w/ Keyword Targeting
(and other Targeting Methods)
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51. zOMG 10X Higher Engagement
By Targeting #alphabet
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52. Larry’s #8 Social Ads Hack:
Get Free
Clicks!
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53. Buy 1 Retweet/Like, Get 3 Clicks Free!
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54. Larry’s #7 Social Ads Hack:
Increase Commercial Intent With
Demographic and Behavioral Targeting

55. Website
HITSHow Idiots Track Success
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56. Precise Ad Targeting Boosts Engagement Rate
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57. “Partner Audiences” in Twitter
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58. Demographic Ad Targeting in Facebook
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59. Demographic Ad Targeting in Twitter
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60. Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
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61. Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
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62. #5 Social Ads Hack: Super Remarketing!
Combining
Remarketing +
Demographic +
Behavioral
Targeting + High
Engagement
Content
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63. Behold The Awesome Power of Super Remarketing
Behavioral & Interest Targeting =
They’re interested in your stuff
Remarketing = They Recently
Checked Out Your Stuff
Demographic Targeting =
They Can Afford to Buy Your Stuff
Target a Narrow
Audience That Meets
all 3 Criteria with
HIGH ENGAGEMENT
UNICORNS = $$$
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64. Larry’s #4 Social Ads Hack:
Custom Audiences
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65. The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword Targeting
(e.g. Articles
containing “Health
Insurance”)
2. Remarketing
(e.g. People who
visited the “buy”
page of your website)
1. Identity
(e.g. Specific emails
or phone numbers)
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66. New “Tailored Audiences” or “Custom Audiences”
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67. People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
#somed2016 @larrykim
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68. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!
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69. This is a True Story
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70. Shared the Article on My Social Media
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71. Promoted Post to My List of Influencers
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72. Story Picked Up
in Marketing Land
in 2 Hours
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73. SEO Link Building Dance
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74. +500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
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75. Custom Audience Social
Ads ROI Analysis:
• 500 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
Total Cost: $50
Total Time 10 minutes
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76. Another True Story
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77. Shared the Article on My Social Media
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78. Promoted Post to My List of Influencers
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79. Business Insider
Asks To Publish
Story
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80. SEO Link Building Dance
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81. Shared the Article on My Social Media
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82. Promote Your
Unicorns, Larry!
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83. Promoted Post to My List of Influencers
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84. Fox News
Producer
Emails One
Hour Later
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86. #somed2016 @larrykim
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87. Facebook Baby Hoodie ($25 value!) #ppckid
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88. Custom Audience Social
Ads ROI Analysis:
• Live Interviews with Fox, BBC, etc.
• 250 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
• I’m a Columnist on Business Insider
• Business Relationship /w Facebook
• Facebook Baby Hoodie worth $25
Total Cost: $50
Total Time 10 minutes
#somed2016 @larrykim
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89. Many
Ecommerce
Applications
for Custom
audiences!
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90. New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers
with Expired
Warranty
Abandoned
Shopping Cart
Users
Frequent
Purchasers
High Price Item
Purchasers
Recent
Purchasers
Ecommerce Audience Email Segmentations
#somed2016 @larrykim
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91. #SMX #14B3 @larrykim
Clone Your Audience List
Using Similar Audiences!
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92. #somed2016 @larrykim
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93. #SocialPro #22A1 @larrykim#somed2016 @larrykim
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94. #SocialPro #22A1 @larrykim#somed2016 @larrykim
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95. #SocialPro #22A1 @larrykim
182K Profile Visits / Last 90 Days: HOW?
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96. #SocialPro #22A1 @larrykim
More LinkedIn Profile Views Than President Obama**
526,270
Profile Views
in 2012!
#SocialPro #22A1 @larrykim#somed2016 @larrykim
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97. #SocialPro #22A1 @larrykim
You Can Blog
on LinkedIn
Pulse:
#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykim
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98. #SocialPro #22A1 @larrykim
Get Your Content Featured in a LinkedIn
Channel
#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykim
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99. #SocialPro #22A1 @larrykim
How to
Get to The
Top of The
Pulse
Channel?
#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykim
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100. #SocialPro #22A1 @larrykim
Use Facebook & Twitter Ads!
Twitter Promoted PostFacebook Promoted Post
#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykim
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101. Larry’s #2 Social Ads Hack:
Leverage
Insanely
Powerful New
Ad Formats
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102. You can
bypass this
funnel
entirely!
This Stupid Marketing
Funnel is a Ridiculously
Dated Concept
#somed2016 @larrykim
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103. Facebook Call Buttons
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104. Call Buttons are Game Changers
Desktop Search
Conversion Funnel
Mobile
Conversion Funnel
1. Sees Ad
2. Clicks on Ad
3. Vists Website
Landing Page
4. Lead Captured
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are
worth +3x more than clicks to websites”
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105. #somed2016 @larrykim
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106. New Facebook Social Direct
Response Ad Formats
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107. Twitter Lead Generation Card Format
User’s Name, Email
and Twitter Name are
automatically emailed
or posted to you!
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108. #somed2016 @larrykim
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109. Use Social Ads +
PPC Search Ads
on Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
#somed2016 @larrykim
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Larry’s #1 Social Hack:
Combine & Social Ads & Search Ads (RLSA)

110. Target search
ads only to
people who
recently visited
your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
#mktfest @larrykim
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Users visit your site, get added
to your remarketing list
Show them customized ads
when they search on Google!

111. The Power of SEARCH Remarketing
So What’s The Catch??
Click Through Rates
Conversion Rates!
2X
½
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2X
Cost Per Click

112. The Problem With RLSA
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113. RLSA = Shell
Game, Unless
Used With
Social Ads to
Drive NEW
Demand!
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114. I DON’T BUY EVERY KEYWORD SEARCH
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115. Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in
Social Ads!
Ad Targeting to
+Engagement
Free Clicks
Target Behaviors &
Demographics
Use Social Media
Remarketing
1
2
3
4
5
Do Super Remarketing!
Custom Audiences =
Incredibly Precise Targeting
Get Even More Free Clicks
New Mobile Ad Formats
Remarketing Lists for
Search Ads (RLSA)
6
7
8
9
10
#somed2016 @larrykim
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116. #somed2016 @larrykim
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117. A New Hope
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118. Paid Social Ads: Highly Scalable Content Promotion
CREATE
Produce content
& share on social
AMPLIFY
Selectively promote top
content on social media
TAG
Build remarketing
audience by tagging site
visitors with a cookie
#somed2016 @larrykim
Brought to you by:

119. ADVERTISE
Target your
audience with
display & social ads
and RLSA to promote
offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
Social Ads Turn
Visitors into Leads
& Customers
#somed2016 @larrykim
Brought to you by:

120. What is The Future of Social Media
Marketing?
#somed2016 @larrykim
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123. Social Media Marketing
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124. Find Your Unicorns!

125. Be a Unicorn in a Sea of Donkeys!

126. Thank You, Social Media Days!
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